Deck 10: Persuasive and Sales Messages

Question 1

Nicole wants to ask her boss if she can telecommute two days a week, but she's afraid her boss will oppose her request. What should she do first in her written request? 

A)Reduce resistance 
B)Gain attention 
C)Motivate action 
D)Build interest

Answer 1

B

Question 2

Coleton has analyzed his purpose and his audience and has considered how he will adapt his message to meet his audience's needs. What should he do next according to the 3-x-3 writing process? 

A)Collect data and organize it.
B)Start writing his final draft.
C)Edit what he's done so far.
D)Sleep on it.

Answer 2

A

Question 3

The statement Did you know you can get home delivery of your local newspaper for 40 percent less than the newsstand price? 

A)builds interest with an expert opinion.
B)motivates action.
C)gains attention by asking a question that focuses on reader benefits.
D)presents an indirect benefit.

Answer 3

C

Question 4

Orhan is writing a persuasive message to potential customers and opens with this sentence You can reduce your monthly energy bill by 30 percent or more. He is gaining his reader's attention by using what type of opening statement? 

A)A description of the problem 
B)A compliment 
C)A reader benefit 
D)A stimulating question

Question 5

Which of the following statements about building interest in persuasive messages is most accurate? 

A)After capturing attention, a persuasive request must retain that attention and convince the audience that the request is reasonable.
B)In a persuasive message, the section that builds interest should be no longer than one paragraph.
C)Persuasive requests are likely to be shorter than direct requests.
D)All statements are accurate.

Question 6

Janice was just hired as a sales rep for a large retail company. She knows her new job will require her to be persuasive. Which of the following is a persuasion technique that Janice should use on her new job? 

A)Make her requests realistic, doable, and attainable.
B)Show that she is truthful, experienced, and knowledgeable.
C)Use plausible support such as statistics, reasons, and analogies to support her view.
D)Janice should do all of these.

Question 7

Which of the following defines persuasion? 

A)Persuasion is a symbolic process.
B)Persuasion involves an attempt to influence.
C)Persuasion involves transmitting a message.
D)All of these are part of the definition of persuasion.

Question 8

Dwayne wants to adapt his sales message to his target audience. What question is his audience likely to ask while reading his message? 

A)Why should I? 
B)What's in it for me? 
C)Who cares? 
D)Dwayne's target audience will likely ask all of these questions.

Question 9

Andrew, the head of his company's accounting department, is writing a persuasive message to encourage his staff to cut operating costs. What should he do to generate cooperation and buy-in? 

A)Not worry about it too much. After all, he's the boss, so he has the right to demand compliance.
B)Threaten employees with concrete examples of what will happen if they don't cooperate.
C)Remind employees that he is the one in charge.
D)Be clear about his objective, and ask for and incorporate his employees' ideas for cutting costs.

Question 10

Which of the following is not an effective persuasion technique? 

A)Incite fear.
B)Establish credibility.
C)Recognize the power of loss.
D)Make a reasonable, specific request.

Question 11

What is the least accurate statement about persuasion in today's digital age? 

A)To be smart consumers, we need to be alert to persuasive practices and their influences on behavior.
B)Leaner corporate hierarchies have made persuasive skills even more important in the workplace.
C)Most of us are excellent persuaders and recognize persuasive tactics directed at us.
D)Social networks enable individuals or groups to reach virtually limitless audiences and to practice "mass interpersonal persuasion."

Question 12

Constance is writing a proposal for her board of directors to request that her company implement a wellness program. The first thing she should do is to 

A)decide on the purpose of her proposal.
B)prepare an outline.
C)compose a rough draft of the proposal.
D)gather information to include in the proposal.

Question 13

Persuasion in the twenty-first century is different from persuasion in previous historic periods in distinct ways. Which of the following is not one of the striking developments that have occurred in the past three decades? 

A)The volume and reach of persuasive messages have exploded.
B)Persuasion is more complex and impersonal.
C)Persuasive techniques are less subtle and misleading.
D)Organizations of all kinds are in the persuasion business.

Question 14

Which of the following sequences works best for most persuasive messages? 

A)Motivate action, gain attention, build interest, request order 
B)Gain attention, build interest, elicit desire and reduce resistance, motivate action 
C)Build interest, gain attention, motivate action, elicit desire and reduce resistance 
D)Gain attention, build interest, motivate action, request order

Question 15

What does the statement Persuasion is free choice mean? 

A)People are free when they are not forced to comply.
B)People are free when they can refuse the idea suggested to them.
C)People are free when they are not pressured to act against their own preferences 
D)All of these describe the statement Persuasion is free choice.

Question 16

Effective persuaders may choose from different organizational strategies to get the results they want. Which of the following is the most accurate statement about organizational patterns? 

A)When writing a persuasive message, always use the indirect organizational strategy.
B)If you are asking for something that you know will be approved, use the indirect organizational strategy.
C)When you expect resistance or when you need to educate the receiver, use the indirect organizational pattern.
D)The organizational strategy used is unimportant in persuasive messages.

Question 17

Which of the following is the most accurate statement about the AIDA strategy? 

A)The AIDA strategy consists of four separate steps that must be carried out separately.
B)The steps in the AIDA strategy must always be carried out in order.
C)Counterarguments should never be presented in a persuasive message because doing so will remind the reader of other options.
D)Use facts, figures, expert opinions, examples, specific details, and direct and indirect benefits to build interest.

Question 18

Showing customers how your product or service solves a problem, achieves a personal or work objective, or makes life easier is accomplished by 

A)adapting the message to the audience.
B)organizing your message.
C)collecting information for your message.
D)analyzing the purpose of the message.

Question 19

According to Robert B. Cialdini, six psychological triggers prompt us to act and to believe Which of the following is not one of these triggers? 

A)Reciprocation 
B)Fear 
C)Social proof 
D)Scarcity

Question 20

Leila is writing a persuasive message to her staff and includes the opening sentence Your hard work and dedication are what make this company a success. She is gaining her reader's attention by using what type of opening statement? 

A)A description of the problem 
B)A compliment 
C)A reader benefit 
D)A stimulating question

Question 21

Which of the following is an effective way for persuasive writers and speakers to establish credibility with an audience? 

A)Establish their expertise.
B)Offer counterarguments.
C)Request a response from the receiver.
D)Suggest new ideas, directives, or recommendations for change that will be of interest to the audience.

Question 22

Kyoung has an espresso maker that stopped working properly within the warranty period. He plans to write a claim letter to the company. Because he feels his request to have his espresso maker repaired at no cost is justified and will be granted, he should use 

A)the indirect strategy.
B)the direct strategy.
C)a passionate appeal.
D)both direct and indirect appeals.

Question 23

In a letter advertising its recycling services, The Greenfield Recycling Company stresses that customers will feel the satisfaction of knowing that they have helped to preserve the environment. This persuasive technique relies on 

A)direct benefits to the reader.
B)expert opinion.
C)facts and statistics.
D)indirect benefits to the reader.

Question 24

On a website advertising its LSAT preparation classes, The Princeton Review includes this sentence: Since 1998, more than 99% of our surveyed students have said they would recommend Law Preview to entering law students. This persuasive technique relies on 

A)indirect benefits to the reader.
B)expert opinion.
C)facts and statistics.
D)problem description.

Question 25

When you are writing to complain about something and you're worried that your reader might be reluctant to grant your claim, you should use 

A)the indirect strategy.
B)the direct strategy.
C)both direct and indirect appeals.
D)passionate appeals.

Question 26

In persuading the owner of your company to allow you to telecommute, which of the following illustrates an indirect benefit to the reader? 

A)The time I save commuting would be spent working on company business.
B)Because I'll be working in my quiet home environment, my productivity will increase.
C)Because I will not require an on-site office or company equipment, the company will experience a reduction in expenses.
D)My working from home will help to protect the environment.

Question 27

Many individuals and companies are willing to grant requests for time, money, information, cooperation, and special privileges for which of the following reasons? 

A)They see goodwill potential for themselves 
B)They feel obligated to "give back." 
C)They see how others will benefit.
D)Many individuals and companies are willing to grant requests for time, money, information, cooperation, and special privileges for all these reasons.

Question 28

In which of the following situations is the writer being unethical? 

A)Phillip convinces his employees that they will need to take a 3 percent pay cut but truthfully promises them that it will only be temporary.
B)Taylor writes an e-mail message focusing on a small perk offered in the new health coverage, but she deliberately de-emphasizes a reduction in total coverage.
C)Shane interviews four people but cites only the three who have the necessary qualifications in her recommendation report.
D)Instead of writing a standard e-mail message, a CEO releases a video that explains major changes in the company.

Question 29

In persuading a busy executive to visit a college class, which of the following illustrates a direct benefit to the reader? 

A)You will be helping students learn about the finance field.
B)You will receive a $500 honorarium.
C)We would appreciate your giving up your time, and we are grateful for your efforts.
D)You would earn the respect of all your colleagues.

Question 30

The statement A Kodak all-in-one printer may cost a little more, but you'll pay far less for replacement ink than you will with other printers 

A)builds interest in a product.
B)gains attention by describing a problem.
C)reduces resistance.
D)motivates action.

Question 31

When writing a claim letter to a company, you're more likely to be successful if you 

A)appeal to the company's sense of responsibility and pride in its good name.
B)threaten to picket the company with signs describing your complaint.
C)mention the discussion you had with your attorney regarding this claim.
D)provide a long, fact-filled account of all your dealings with the company concerning this claim.

Question 32

To start your home water delivery service immediately, call us at 1-800-555-1111 is an example of 

A)reducing resistance.
B)motivating action.
C)gaining attention.
D)building interest.

Question 33

Which of the following would be the best way to begin a persuasive claim or complaint letter? 

A)Open with an objective statement of the problem.
B)Open with a detailed chronology of what happened.
C)Open with a statement that clearly shows your frustration with the situation.
D)All of these choices would be effective ways to begin a persuasive claim letter.

Question 34

The best persuasive requests 

A)offer a product more cheaply than all other competitors.
B)anticipate audience resistance.
C)focus solely on direct benefits.
D)are spoken rather than written.

Question 35

A strong motivator that encourages ethical behavior in business is the desire to 

A)convince someone to change a belief or to perform an action.
B)make more money.
C)maintain one's reputation and credibility.
D)prompt expensive litigation.

Question 36

Which of the following sentences best motivates action in a persuasive message? 

A)We know that you'll want your employees to complete our ethics training program, so we'll drop by tomorrow to finalize the contract.
B)If you think that our ethics training program might benefit your employees, we hope you'll consider hiring us.
C)The ethics training we provide will help your employees effectively resolve workplace-related ethical dilemmas. Please call me by August 1 so that your training sessions can begin by August 15.
D)All choices would effectively motivate action.

Question 37

Which of the following situations would require a persuasive claim or complaint letter? 

A)Melanie noticed that the charger cord for her Samsung Galaxy smartphone that she purchased last month is starting to split.
B)Gus ordered business cards that were printed on the wrong color of cardstock.
C)Chelsea's transmission failed two months after her car warranty expired.
D)Mike's December credit card statement contains a $65 charge that he didn't make.

Question 38

Which of the following actions is unethical? 

A)Exaggerating a point 
B)Omitting something crucial 
C)Providing deceptive emphasis 
D)All these actions are unethical.

Question 39

Which of the following situations requires use of the AIDA (indirect) strategy? 

A)An invitation to a local politician to speak at your professional organization's awards banquet 
B)An e-mail message asking for information about membership in a professional organization 
C)A letter requesting a copy of your credit report 
D)All of these choices should use an indirect strategy.

Question 40

Which of the following statements would be the best closing for a persuasive claim or complaint letter? 

A)If my claim is not granted, I will leave negative reviews on every social media site that I can find.
B)Please credit my account for $256 by August 31, which is when my next billing cycle begins.
C)My attorney is eagerly waiting to see whether my claim is granted.
D)Please get back to me at your earliest convenience.

Question 41

Which of the following will most likely require persuasion within an organization? 

A)A supervisor tells her staff that they must work overtime to complete a project by the deadline.
B)A team leader tells other team members how to upload information to the company website.
C)An employee proposes a tuition reimbursement program to the company's board of directors.
D)The CEO invites all employees to a holiday party.

Question 42

Messages flowing downward such as information about procedures, equipment, or customer service generally use 

A)the indirect strategy.
B)the direct strategy.
C)monetary bribes 
D)skillful appeals to indirect benefits.

Question 43

Which is the least accurate statement about today's digital-age corporations? 

A)The lines of authority are blurry in today's information-age workplaces, and the roles of executives are changing.
B)Rank-and-file employees don't need their managers to be information providers.
C)You may still want to be indirect if you hope to persuade your boss to do something he or she will be reluctant to do.
D)Today's executives will likely rely on the power of position when issuing commands to subordinates.

Question 44

The most important information in a press release should be 

A)saved for the last paragraph for dramatic effect.
B)focused totally on selling the writer's company and its products.
C)presented early.
D)highlighted briefly in the middle paragraphs.

Question 45

Which of the following statements about direct mail marketing is most accurate? 

A)With the increasing popularity of e-marketing, direct mail marketing has become obsolete.
B)Sales letters are generally written by specialists.
C)In terms of response rates, e-mail marketing is more effective than direct-mail letters.
D)Virtual mail appears to have a greater emotional impact than tangible mail.

Question 46

Adam is writing a proposal to the board of directors about an idea he has for a new product line. What should he do to best persuade the members to adopt his idea? 

A)Avoid using facts and figures as it may bore or confuse his readers.
B)Show how his proposal will increase company revenues.
C)Avoid mentioning any risks involved because doing so might scare the audience.
D)Adam should do all of these.

Question 47

Which message would be most effective when organized indirectly? 

A)An e-mail message informing employees about a change in summer work hours 
B)An announcement about management training seminars being offered to employees 
C)An e-mail message asking employees to donate to a local charity through payroll deductions 
D)An e-mail message telling employees that carpools are being organized

Question 48

Which of the following statements about complaint messages is least accurate? 

A)If the goal of your complaint letter is to change something, then persuasion is necessary.
B)An effective complaint message makes a reasonable and valid request and presents a logical case with clear facts.
C)Anger and emotion are effective persuaders in complaint messages.
D)Some complaint messages just vent anger.

Question 49

Which of the following messages moving downward from superiors to subordinates will most likely require persuasion? 

A)Telling employees that they must follow a new procedure for submitting expense claims 
B)Telling employees to change their passwords every six weeks 
C)Telling employees that they must learn how to operate the new copy machine 
D)Requesting that employees participate in a charity 5K run that takes place outside of work hours

Question 50

Heather wants to convince her supervisor to invest in new smartphones for the sales staff. What is the best thing Heather can do in her proposal? 

A)Tell her supervisor that the cost of the new smartphones is a good deal.
B)Tell her supervisor how happy she and the others on the sales staff would be with new smartphones.
C)Show how the smartphones will improve the ability of sales staff to stay in touch with clients, resulting in greater productivity and higher sales.
D)Outline some of the features of the new smartphones.

Question 51

The manager of a bookstore plans to use e-mail to send an online sales message announcing a special sale. What is the best advice to make this e-marketing campaign successful? 

A)Leave the subject line blank so that readers will be curious enough to open the message.
B)Build interest by placing the most important information near the end of the message.
C)Send the e-mail sales message only to those who have given permission.
D)Include at least eight to ten central selling points to overcome any resistance.

Question 52

Byron has ended a sales message with the sentence Book your vacation by May 15 to receive a seventh night free. What technique is he using to motivate action? 

A)Guaranteeing satisfaction 
B)Limiting the offer 
C)Setting a deadline 
D)Promising an incentive

Question 53

Which of the following sentences conveys the best tone for a persuasive request within an organization? 

A)You should start following the new procedure immediately.
B)You must approve my travel expenses by Friday.
C)Please see your supervisor to have all supply purchases preapproved.
D)Management demands that all new employees attend an orientation session.

Question 54

Which of the following would be an effective persuasive technique for a manager attempting to persuade her employees to take part in a wellness program? 

A)Threats 
B)A dictatorial tone 
C)Warm words and a conversational tone 
D)All of these can be effective persuasive techniques.

Question 55

Suggestions made by subordinates to managers usually require 

A)little or no persuasion.
B)bribery.
C)skillful persuasive communication.
D)little or no evidence, facts, or figures.

Question 56

When price is an obstacle, the most effective sales messages reduce resistance by 

A)mentioning the price right away to show that you have nothing to hide.
B)showing the price in small units.
C)not mentioning the price at all.
D)sending your readers to your competitors' websites to compare prices.

Question 57

When promoting products and writing sales letters, which of the following is legal? 

A)Including a "puffery" statement such as We offer the best service in the industry! 
B)Using a celebrity's name or likeness in a sales message without his or her permission 
C)Telling people they are sweepstakes winners or finalists when they really aren't 
D)All of these choices are legal.

Question 58

Alisha is writing a sales message to advertise the services provided by the day spa she manages. In the letter she mentions rest, relaxation, and spoiling oneself for the day. Alisha is using what type of appeal? 

A)Rational appeal 
B)Emotional appeal 
C)Dual appeal 
D)Logical appeal

Question 59

The most effective sales messages follow this pattern: 

A)gain attention, build interest, elicit desire and reduce resistance, motivate action.
B)gain attention, motivate action, elicit desire and reduce resistance, build action.
C)gain attention, elicit desire and reduce resistance, build interest, motivate action.
D)build interest, gain attention, elicit desire and reduce resistance, motivate action.

Question 60

The best press releases 

A)concentrate only on advertising a company's products.
B)emphasize the most important information by placing it near the end.
C)use the journalistic approach by answering the five Ws and one H in the first sentence.
D)focus on information that appeals to a target audience.

Question 61

Persuasive techniques in the digital age are more subtle and misleading.

Question 62

Amanda is writing a claim letter about unsatisfactory service she received at a recent business dinner. She should enclose a copy of her restaurant receipt.

Question 63

The first step in planning a persuasive message is determining the purpose since it establishes the strategy of the message.

Question 64

Paul wants to convince the members of his staff to begin exercising more. He should use an indirect organizational pattern.

Question 65

If you expect resistance or need to educate the reader, use the direct approach for your persuasive message.

Question 66

A successful and practical persuasive message shows receivers how your request will help them solve a problem, achieve a personal or work objective, or make life easier.

Question 67

Smart companies should focus exclusively on e-marketing since direct-mail marketing is obsolete.

Question 68

Last month our technical support personnel handled an additional 200 calls; that higher call volume increased our customer wait time per call by 15 percent is an example of an effective opener for a persuasive message recommending a solution to this problem.

Question 69

The best persuasive requests anticipate audience resistance.

Question 70

Managers trying to persuade employees should use words such as should and must to make their messages more powerful.

Question 71

A manager who persuades employees to accept pay cuts because of low profits but fails to reveal executive bonuses is demonstrating ethical behavior.

Question 72

In the digital age, persuasive skills are becoming less important at work.

Question 73

Persuading someone to change a belief or to perform an action is less effective when done in writing than when done face-to-face.

Question 74

The direct pattern is best when a past claim has been refused or ignored or if you anticipate reluctance to your claim.

Question 75

To best overcome resistance, bring up every possible objection your reader might have.

Question 76

The first step when writing a sales letter is to analyze the product and the purpose for writing.

Question 77

When using the indirect (AIDA) strategy to write a persuasive message, begin the message by overcoming any resistance your reader might have.

Question 78

In a sales letter promoting its new hybrid vehicle, a car company included this sentence: Our new hybrid model will save you hundreds of dollars annually on gasoline expenses. The company is focusing on indirect benefits of purchasing this vehicle.

Question 79

To be persuasive in a claim letter, you should suggest that the receiver intentionally deceived you or intentionally created the problem.

Question 80

To get a complimentary breakfast buffet each morning of your stay, please complete your booking by April 30 effectively motivates action in the closing of a sales letter.